A line in the sand: Hind Seddiqi on the rise of Dubai Watch Week

In this episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh speak with Hind Seddiqi, CEO of Dubai Watch Week and Chief Marketing & Communications Officer at Seddiqi Holding, about how a family-led vision transformed Dubai Watch Week into one of the most influential events in global watchmaking.

As the event celebrates its 10th anniversary, Seddiqi shares how it evolved from a small gathering for independent brands into a global platform for innovation, dialogue, and community. She reflects on the region’s growing importance to the luxury industry, the challenges of scaling while maintaining intimacy, and how Dubai’s culture and infrastructure have helped shape a new kind of watch fair, one defined by openness, creativity and collaboration.

From building trust with top brands to championing independent watchmakers, Seddiqi offers a candid look at what it takes to make a luxury event that feels human in scale yet global in impact.

Tune in for:
- The evolution of Dubai Watch Week from a local gathering to a world-class luxury event
- How the Middle East became one of the luxury industry’s most dynamic markets
- Why community, creativity and authenticity drive Dubai Watch Week’s success
- The importance of dialogue, transparency and education in the watch world

Brought to you by Digital Luxury Group. Produced by Juliet Fallowfield, 2025  fallowfieldmason.com

Transcript

[00:00:00] 

Rohin Swithinbank: Hello and welcome to the Luxury Society Podcast, brought to you by Digital Luxury Group. I'm your host, Robin Swithinbank. 

David Sadigh: And I am your cohost, David Sadigh

Rohin Swithinbank: In this podcast, David and I peel back the layers of the luxury industry using conversations with top level executives and leading analysts, as well as data-driven insights to reveal how decisions are made, which activations bring untold riches, and why some ideas are best left to gather dust in the trashcan of history.

After last week's chapter and verse conversation with Fran Miller on her vision for turning around the high-end cycling fashion brand Rafa. This week we're turning to the Middle East and to Dubai. As Dubai Watch Week gets underway. Our guest in this episode is the biannual events visionary, founder and general manager, Hins Sidiki Hind had the idea for a gathering of watch aficionados in the desert a little over a decade ago, and by combining her business acumen, creativity, and an incredible ability to [00:01:00] make things happen, she's transformed Dubai Watch Week from a pin prick on the watch industry map into a property that many in the luxury watch industry would describe as if not the sector's most important event.

Certainly their favorite, our conversation with up in just a moment. So, David, on with the show. 

David Sadigh: Let's do it. 

Hind Seddiqi, CEO Dubai Watch Week: I

always say it's like Disneyland for watch collectors, and anyone in this industry I remember with the very first, forum, one of the press members was like, oh my God.

 we've had requests from brands saying, can we start selling? And we're like, listen, you can take requests. you can take orders, but please don't sell on site.

 Here it's more casual, it's more relaxed, and for.

Watch brands and watch CEOs to walk through the pavilion and meet these small, independent watchmakers. I can see the spark in their eyes, and say, oh my God, I never thought Mr. Dufour would stop by and say hello. 

 And that's when people started to realize, oh my God, it's important brands are investing into this event. 

Rohin Swithinbank: So in timely [00:02:00] fashion, David and I are thrilled to welcome onto the Luxury Society podcast. Hind Seddiqi, founder of Dubai Watch Week, and Chief Marketing and Communications officer at Seddiqi Holding Dubai Watch Week 2025 begins just a few days from now and we are very grateful to him for joining us on this week's episode.

A quick bit of background. Dubai Watch Week has very rapidly become one of the world's most important watch events, but it wasn't always. So when it was founded in 2015, it arrived into the watch event space with Be Whimper back then the Swiss watch fairs, Basel World and SIHH dominated the annual watch event calendar and bar a few upstart local events in watch buying destinations such as London and New York. There were very few other events, brands, buyers, and media felt they quote unquote, had to be at. With its ambition to encourage a passion for fine watchmaking. Dubai Watch Week was an outlier compared to the bombast and tazz offered by the big budget Swiss Mega Fairs. The first few years were slow going, but by 2021 the landscape had changed. Bael world and SIHH had gone the way the Titanic and sunk. [00:03:00] But as much as that, the Middle East had emerged as one of the luxury industries and specifically the luxury watch industries, new engine rooms. Exports of Swiss watches to the UAE almost doubled in the 2010s and the market is now firmly lodged.

Inside the world's top 10 importers are Swiss watches, hot on the heels of Germany, France, and Singapore. And so this year, Dubai Watch week's, 10 year anniversary, all eyes in luxury watchmaking will be on the event. This year's edition marks a momentum shift again. It's moved to the Shihi Dubai Mall and has doubled in size now supported by 90 exhibiting brands.

Double the number of the 2023 edition. More than a dozen of those will erect, upscale multi-story booths in the shadow of the Burge Khalifa, the world's tallest building. So, as I said, hin joins us only days before this year's Dubai Watch Week gets underway. Hin, welcome. Welcome. So good to see you. Thank you for joining us here on The Luxury Society Podcast at such a busy time. Hope we haven't taken you away from anything too pressing. How are you? How are the stress levels?

Hind Seddiqi, CEO Dubai Watch Week: I'm good, Robin. Thank you Robin and David for having me. [00:04:00] Stressed levels are very high. But we're very excited. We're,we hope that, everybody who's coming to Dubai Watch Week will be impressed by the new venue, the new space. It is much bigger. there's a lot more,brand experiences that are happening within the booths, the 13 standalone booths, and a lot of newness coming to

Rohin Swithinbank: of newness.

A lot of newness. Well, this is it. I mean, a new venue for 2025. Double the number of brands, double the spaces. I've just said this is mission accomplished, isn't it? You've created a mega fair.

Hind Seddiqi, CEO Dubai Watch Week: Yes, I know, but it was never something that we thought would happen. But because of the previous additions, we had the demand , to participate in Dubai, what we, grew tremendously and the decision to move to a bigger venue it was a two years plan in the pipeline to see if.

It is worth moving into a bigger, venue or not. And that's when we decided that because the brands are asking, we really have to move to a bigger venue. And we actually created by watch week to serve the industry. So we're really listening to them and we're offering them, the space that they've asked [00:05:00] for.

David Sadigh: of the headlines of the show is the number of May. Major players you have, signed, Rolex OD Vcl and Apples. Our lead brand partners while LVMH Chanel Grant seko shear brightling are all part of the mix. Two. hint. What is your secret?

Hind Seddiqi, CEO Dubai Watch Week: No, I think, look, we're, I think we're very blessed to have the trust and the support of the brands that are participating, especially those who participated with us from the very beginning in 2015. And initially they were only the independent brands. But then slowly we started to get the support of show part of AP, of Hublot, and then, in 2019 we got Rolex.

So I think we've organically grown and we've proven ourselves that we are there to serve the industry and Brands started to believe in Dubai Watch Week and believe that the format that we proposed, which is an non-commercial format, it does work. and that's why they're coming back and that's why they're investing a lot in Dubai Watch Week as well.

I hope that it remains valid. [00:06:00] We will always, keep listening, and understanding what the brands require from the event. That's the beauty as well ofDubai Watch Week We're very agile. we are run independently, so , it's very easy to make decisions and to change formats accordingly.

But when we plan, we always have the collector. in our heads and we think, what does the collector want to see? What does the enthusiast want to see? And how can we, intrigue the general public who really don't care about watches or watchmaking to want to come and see what's happening.

And I think that factors a lot, and is not available in other watch events.and that's what the brands are seeing and that's why they're coming back. and I have a waiting list. every edition I have longer and longer waiting lists, which makes it even very difficult and challenging to choose who to bring on board and who to say, I'm sorry we cannot have you with us, in this edition.

it's not an easy job.

Rohin Swithinbank: Does that mean that 2027 is gonna be bigger again?

Hind Seddiqi, CEO Dubai Watch Week: No, please. No. I don't want to go bigger. No. I'll tell you why. [00:07:00] Because it doesn't make sense to just go bigger and accommodate, more brands just for the sake of being able to do that. you have to have a size that. Reasonable and relevant for people to come if it's one, a one day visit, or if they're gonna come every day to really have time to experience.

So if it just becomes bigger and bigger, how are you,expecting them to really visit every single booth and to have time to, meet the brands, learn about them, join the other programs, the masterclasses and Theology forum. We need to be like realistic as well with people's time.

Also, we have a lot of people flying in and, they might not be able to stay for five days. So we really have to have a size that, you can finish in one or two days.

Rohin Swithinbank: I am really intrigued to find out what the fair, what the show, what by watch week is gonna feel like this here I, you very kindly invited me and I'm very much looking forward to being there, certainly earlier incarnations. and my first was in 2019, I think, and I wasn't there in those first few years, but clearly it was geared toward end.

Pendant brands. It was a [00:08:00] celebration of watchmaking craft. It was quite conversational, as per those brands that David has just mentioned, the big boys are steaming in and many, uh, we know this year will be using it as a platform for new product launches. So is by watch week, now a watch trade show for the Middle East.

Hind Seddiqi, CEO Dubai Watch Week: It is not that, it's not a trade show, we're still the same. The by watch week we've voiced to the participating brand some criteria as well. And one of the criteria was, please come with a new experience, please come with a new launch. don't like, don't show us something that you've shown in other events and other exhibitions.

So that's why you're going to see a lot of newness because we've. Asked for that. And it's one of the CRI criteria that we look into or consider, when, brands want to participate. the brands have it. I remember in 2015 and the, the earlier editions, it was very difficult for us to convince the brands to curate.

Its. Special experience for the by watch week. They didn't understand what do you mean by experience? it was a very new term for the watch industry. but today, we move to a new venue [00:09:00] because the brands want bigger, independent standalone booths. And because they want to curate experiences within their booths, whether it's an exhibition, whether it's , a virtual reality each of them have a different, program happening inside and, it requires them to have a bigger space.

So now the brands know that they have to come and they have to tell story.

Rohin Swithinbank: Is it transactional? can

people flying in from around the world, can they come and buy watches through to buy watch week?

Hind Seddiqi, CEO Dubai Watch Week: No, there are people who are ordering through, the brands and they're saying, I would love your watch. Where can I find it? And then they obviously transact either in the mall or online or, depending on how the brands want to transact. But on the grounds of Dubai Watch Week, it's not transactional.

And we've done it on purpose because.even for,the past two editions, people were saying, oh, we don't wanna come. There're gonna be someone running after us because they wanna sell a watch. And we're like,no. You need to understand we're non-commercial, so nobody is coming with that,agenda or like a sales target or they have to sell something.

 It gives that relaxed environment that you've been sensing in when you visit by watch [00:10:00] week, where the brands are not there to compete. how much did you sell? How much did you sell? Why am I not selling? But it's more of, I met this collector and I met that collector, and now they know about me and we've exchanged,cards and I'll invite them to visit me or, They're gonna come to Geneva and they're going to come to my atelier. So it's that type of mindset that we wanted the brands to come with because if you give them targets, it just becomes another. It's another war, you know, like a battle that they have to go through. And the clients. Don't like that.

The clients want to come and they want to be able to experience without the pressure of, a sales staff calling them and asking them if they wanna come and buy the watch. So it's very different. And we've done this on purpose, and I would like to keep that wave for as long as possible.

Although we've had requests from brands saying, can we start selling? And we're like, listen, you can take requests. you can take orders, but please don't sell on site.

David Sadigh: Uh, and we have been, uh, witnessing,the growing success of the Dubai Watch Week. as, Robin pointed out, uh, from like a much [00:11:00] smaller, more independent driven, conversational event,to something much stronger and much more powerful. you have lots of big brands. You mentioned having a waiting list, but, there are also some big names as absentees, no Swatch group, and only Van Cleef from Richemont.

with so much energy in the event and given the importance of the Middle East, market, why is that, that Omega Cartier IWC launching, and so on are not involved yet?

Hind Seddiqi, CEO Dubai Watch Week: that's a question you have to ask the brands, because each brand has their own, plans for the Middle East. They have their own budgets, a lot of them are creating their own,event. In the region and specifically in Dubai. So we are always welcoming them. We always send invites, to all the brands in the industry to participate and to come and explore by watch week in any format they see fit.

so, that's a question you have to ask them because maybe they have different,opinions about Dubai Watch Week or about how they would like to present their brands in the region. But for example, This year we have [00:12:00] Armand coming on board for the first time, and they chose that they want to come as, a takeover of one of the master classes for the whole day.

So the beauty of Dubai Watch Week is you can come and tell us what you want. If you want to tap into the clients and the collectors that are coming. And everyone who's attending the event in the format that you wish, so they wanted to come with a masterclass. Maybe that's the way for them to test the event and the, and,the benefits of participating in the Dubai because it is a big investment, to build a standalone booth in Dubai.

What week? It is a big investment.

David Sadigh: Yeah,

Hind Seddiqi, CEO Dubai Watch Week: So, it depends. I don't know. They're all welcome

anytime they 

David Sadigh: ask him, uh, I think Robin, we can ask them the question next time we have them on the pod.

Rohin Swithinbank: I think we should,I, to be honest with you, I don't really understand why they wouldn't be there or what, why they wouldn't want to be there at least. because Dubai Watch Week has become such a hugely significant event within the, well, the biannual, calendar as it stands. I'm very frequently, recommending to, to people interested in the sector, people working in the sector to make sure that they're there.

it's a, as I said in the intro, so it's a have [00:13:00] to be at kind of event.

Hind Seddiqi, CEO Dubai Watch Week: lots of brands, that are going to be visiting us who are not participating, that are going to be visiting to come and see what the buy, what week is about. Because if you don't come and experience the buy what week, you're not going to understand it. So we've invited a lot of them and they're coming and they're coming as guests and to experience by watch week and then to see if, you know it fits their brand or it doesn't fit their brand objectives.

Rohin Swithinbank: We've touched a little bit on, the growing power of the Middle East as, uh, one of the luxury markets, engine rooms. clearly this, the region is. Growing in importance. There are plenty of analysts who are indicating that's only gonna continue. Last year, the GCC luxury market grew by 6%.

According to some analysis, global trend was down by 2%. So bucking the trend. What role do you think Dubai Watch Week might have played in building some of that momentum?

I think the Middle East and the GCC specifically has always been,a healthy market. the role that by Watch Week played is really in, letting people understand, appreciate, and get introduced to more, watch brands around the world.

Hind Seddiqi, CEO Dubai Watch Week: And, specifically independent watch [00:14:00] brands. even this time we have, micro brands that are coming on board that we would like to introduce the collectors to. I think just bringing people together in, in one place who share the same passion, is it gets contagious. So, so you sort, it trickles and then if someone likes something, they convince you and then you get into the mode of appreciating and then obviously buying.

But I think the Middle East and Dubai specific, We're very lucky to be, in a country that has a very strong infrastructure. It's safe. we are very fast paced, everybody's working so hard and luxury is one way of rewarding yourself. you wanna go and buy something.

We're also known for being like a gifting culture. So there's a lot of gifting that happens. and luxury is very important. Like people over here, they're always looking for, the new launches, what's next? they're always looking good. It's safe.

You can always, buy your luxury items and actually use them and not just hide them in the safe. So I think the GCC in the Middle East, this. Safety element is [00:15:00] also, it plays a big role. The fact that you can actually wear what you buy is also important.

Rohin Swithinbank: It's really interesting you say that. I remember the first time I came to the event, I was really struck by how open it was and how easy it was to access. I think I wrote on Hodinkee back in 2019 that you. Could storm it by watch week with a plastic fork. it just, it felt so wonderfully open and fresh, which, compared to some of the European events that we've been to over time where the safety has to be, the security has to be much, higher,

was a real joy actually.

It was really lovely.

Hind Seddiqi, CEO Dubai Watch Week: You think that, but there's a lot of behind the scenes security. We work very closely with the police. the amount of cameras we have is like crazy. we follow them, the security measures of the police. So Dubai, even when you're in Dubai, when you're in the mall, you walk around, you don't see a lot of security or police officer, but they're actually there.

And that's. what baffles people about Dubai, like they're watching you, but you don't know that they're watching you. So, the security measures at Dubai, which week is very high. yeah, it's just the Dubai, [00:16:00] element of how we do that is incorporated 

David Sadigh: in, since you created the event in 2015, the UAE and Dubai in particular has seen increased tourism, but not just tourism. Also, lots of high net worth and TryNet worth individual relocating, to Dubai. Is this who you are targeting with the Dubai watch?

Hind Seddiqi, CEO Dubai Watch Week: , it's not only the high network individuals we're targeting, we're also targeting the general publics, the enthusiast and the curious minds, that, want to, learn more about watchmaking and crafts in general. we try to, curate a program that is not specifically only on watches.

That's why we have to. Speakers on the panel that are not from the watch industry and topics that are not specific to the watch industry. Even in the masterclasses that we host, we have masterclasses that are not only about watchmaking, but about crafts in general. so it's really, we curate a program for, Different categories of people. We do know that we have a big number of international watch clubs flying into Dubai, not only the, high net worth individuals who are residing in Dubai. so, and we've been [00:17:00] approached by collectors saying, when we come, we also want to go and see this boutique and that boutique.

How can we arrange for that? So, we're also going to welcome high net individuals from abroad.

Rohin Swithinbank: It's, it's free to enter as well. Is that

still the case this year? 

Hind Seddiqi, CEO Dubai Watch Week: been, yes, it's always been free entry. all you have to do is you have to register just to, to speed up your entry, your access to the venue.

Rohin Swithinbank: you mentioned the event is backed by Ahmed Sidiki,

the largest watch retailer in the Middle East. but somehow the retailer's involvement in the show has felt pretty implicit to this point, and that may well be the case again this year. It's almost as if the event is retailer agnostic. In fact,

other retailers will be attending the event, just as they would watches and wonders or

Geneva watch days. But even so, you must consider, do Dubai Watch Week as a marketing vehicle for your retail operations.

Hind Seddiqi, CEO Dubai Watch Week: Yes, 100%. We see a lot of retailers, we see a lot of,secondhand market dealers at by watch week. we see collectors, we see auctioneers. It's the place to be if you're in this industry. it's,I always say it's like Disneyland for watch collectors, and anyone [00:18:00] in this industry because it's so easy to meet people.

It's so easy to speak to the watch brands. it's so easy to set up conversations, that we have a lot of, f and b venues around us and lounges where people feel comfortable to sit and chat. really it's the place where a lot of. Collaborations as well took place, uh, max er, and Moser collaborated there.

Max and Bulgary collaborated there. So we see a lot of conversations happen. So the environment that Dubai Watch Week offers, is really one that I haven't, all the other watch events, I haven't seen that. It's always very formal. It's always by appointment. Here it's more casual, it's more relaxed, and for.

Watch brands and watch CEOs to walk through the,the pavilion and meet these small,watch independent watchmakers. I can see the spark in their eyes, and say, oh my God, I never thought Mr. Dufour would stop by and say hello. it's that. It's that environment that by what we offer.

So if you are, really passionate about the watch industry and you have to be at the Dubai Watch Week.

David Sadigh: So I guess the [00:19:00] temptation should have been high of trying to, develop a Dubai Watch week every year to be a bit more aligned with the other industry. Fair. but right now it's, in fact,hosted every two year. what's your strategic thinking here?

Hind Seddiqi, CEO Dubai Watch Week: Look, we used to be an annual event, but then we grew, it was too big, just working on the event itself is all in-house. So the team who worked on the bio truth is an in-house team. So the amount of effort and work we have to put, and the investment, I must say from Ahmed Sadiki towards building the quality of event that we are delivering is quite big.

Not only that, but also if we're asking the watch brands to come with an experience, we need to give them time to work on that. If we're asking them to come with special launches, we need to give them time, to have that in their, calendars. So it takes time. it's not an easy, fair to pull on, and I don't feel like there's a need for an event of this magnitude to happen every year because then it gets, it might get [00:20:00] too much and might get boring, and especially if you don't give time for the brands to come with new ideas and new concepts.

David Sadigh: So maybe it'll be a Jeda or a Riyad Watch week soon.

Hind Seddiqi, CEO Dubai Watch Week: I mean we've, we've seen,how many watch week have come out after Dubai Watch Week. Like every few months we hear, oh, whoa, this watch week's happening. Oh, that's watch week's happening. I don't know if someone's working on that, but for us, if you're asking me, is Saudi a market that we're looking at?

Yes, definitely. There's a growing,circle of collectors there. ahmed seddiqi even opened its first, store in, in Saudi, in celebration of the 75th anniversary. So there is potential in that market, but not only in Saudi. There's a lot of. Other countries in the region that has a lot of potential.

But, being in Dubai is also very, geographically strategic. So a lot of people will fly into Dubai for this event.

Rohin Swithinbank: one of the features of the event is the Horology

forum. you've been talking about how relaxed and casual the event is, and I think the Horology Forum is definitely part of that mood, that vibe that you create. I should declare a bit of an interest here as I'm gonna be hosting one of this year's [00:21:00] forums as a moderator. Um. This at the forum, you invite industry figureheads onto this stage and to discuss the ins and outs of the industry. no question is too serious or too invasive to ask. It's a very open platform. when I first attended the event in 2019, this format felt. Pretty disruptive. but in the years since every watch event has picked up on the format and panels and public debates about the good and the not so good and the watchmaking industry have become pretty commonplace really. Why did you create the forum in the first place, and what impact do you think it's had on the way that we look at the watch industry?

Hind Seddiqi, CEO Dubai Watch Week: When we first created the forum, we created it because we, as retailers, used to sit with the brand and used to, listen to. Maybe issues or problems they're having, challenges they're having, and sometimes, another brand would've already resolved that challenge or had been through that, experience and can share that knowledge and help the other brand,so solve that.

So we felt that the watch industry, people are not talking to each [00:22:00] other.about, things that they need to be talking about in order for this industry to sustain and to thrive, actually. So that's when we, created the first,horology forum. and the theme back then was a transmission of knowledge and how can we make sure we get more watchmakers?

How can we make sure that, the knowledge that's coming from, the different brands in terms of research and development is. Being shared with others and so on and so forth. And that's how we started. But there were also other topics that, from a retailer's perspective needed to be voiced.

at that time it was the beginning of brands, moving away from retailers and opening their own boutiques. And, we felt okay, the retailers. Want to say something about that. so we opened the floor for conversation and discussions to take place. And I remember with the first, the very first, forum, one of the press members was like, oh my God.

It's the first time I sit in a room where I can ask any question I want without having a PR person standing there telling me,no, you cannot talk about this. You can only talk about, this. Messaging,[00:23:00] framework that we've given you. So we felt that, okay, we're doing something right, so let's move on forward and see what are other topics that.

we have to, dive into. And when we plan for these things and when we brainstorm, we are, we're dreamers. We're not just thinking, anything is impossible. And that's how, one of the girls who are in the team where, the program team said, it would be really nice if we have Mr.

Dufour,at, at ology forum. And I was like, yeah, sure. Why don't, let's ask. There's no harm in asking. And and we asked and he kindly accepted. so when we think, and the way we, work with Ty Forum is, nothing's impossible. what do people want to hear? who can we bring on the table to make sure that there's, that they're candid and they're saying everything that has to be said?

We always have a lot of pressure.f from brands to dictate what topics we want to or should be,brought up Ology Farm and I [00:24:00] always say with all due respect, ology Forum is our territory. you're more than welcome to share ideas, but then we decide. who and what topic we're going to bring onto the table just to stay neutral and not to allow influences from different,groups, brands, even media houses, on certain topics.

David Sadigh: You, you mentioned, Jean before taking the stage at the Dubai Watch Week, it's not so common in fact to have the CEO of Rolex, speaking publicly, at an event. how did you convince him to be, interviewed? Because you mentioned it very naturally, or I just asked him and he accepted, 

Hind Seddiqi, CEO Dubai Watch Week: look, to be honest, it was really very,like a natural approach. there was no lobbying. We had the idea. I asked my father, I said, I, we have this idea, do you gimme the permission to approach Mr. Dufour and ask him? And he's like, sure. You know, I don't, you ask him.

And then when I, When I asked Mr. Dufour, he said, sure, let's talk about it. And,the panel is really not a panel about Rolex. This panel is something that, that it's a message for the industry. So there's something that he [00:25:00] wants to, convey, for the industry. And it's not for Rolex.

So he's not coming in to speak as the CEO of Rolex. He's coming with a bigger message.

Rohin Swithinbank: Yeah. Interesting. I that event I think is gonna be, well, I'm sure it's very heavily oversubscribed. getting Mr. Dufour to,speak, in public is a real coup congratulations,

and it's indicative of how high. Dubai Watch Week has risen.

I've heard you say in the past how difficult it was to convince people in the industry to take the events seriously in its early years, and I'll confess, I was one of

those who was slow to add it to my calendar, Can you think of a tipping point when you realized Dubai Watch Week went from being this sort of small community gathering into one of the industry's most important events.

Hind Seddiqi, CEO Dubai Watch Week: I think it's the lineup of participating brands. the trust that the brands, gave us, it helped position us and give us that,recognition and that importance and especially when, we had. brands like Chopard, AP and Rolex, creating standalone booths and coming with experiences that have never been seen before.

And that's when people started to realize, oh my God, it's [00:26:00] important brands are investing into this event. But also, the fact that their brands are. speaking the fact that the brands are choosing by watch week to launch and celebrate,milestones. we have AP that's celebrating, their hundred 50th anniversary, their global celebration is taking place at by watch week.

 We have over 20 launches that are going to happen and many of them are international launch. So, you know, it's the fact that they, are doing that during the by watch week also gives us credibility and also the,the caliber of journalists and media we're inviting, also helps a lot to position by watch week and, to convey our objective and our mission.

David Sadigh: In, I wanted to,briefly come back to, uh, Saudi Arabia and just getting your view beyond the Dubai Watch Week. you've entered the market. Everyone is talking about Saudi Arabia right now across our clients. I've been talking to some of our clients also in the art, sphere. It's really one of the most important or highly strategic market for the years to come.

basically what's your view of the current [00:27:00] evolution of Saudi Arabia and, what are your plans beyond the Dubai Watch Week for the market? 

Hind Seddiqi, CEO Dubai Watch Week: Um, 

at the moment we've entered Saudi Arabia with, our first retail store,because we know that the market is now ready. It's the art scene of. Of, of Saudi Arabia. Arabia has been thriving for the couple of years now. It's nothing new and they've really been doing it in a very unique way.

The country has a lot of potential. They want newness,the market is now open for new experiences, new retail experiences that previously were not there. And that's how we're entering. We're entering with new services, with servicing watches, bringing in independent brands, bringing in jewelry brands.

So we see there's a big potential and the demographic of the, of the Saudi people. there's a big, young demographic there who are keen on luxury And exploring luxury, we've seen that a lot of them come to Dubai for shopping. we have quite a big database of, uh, Saudi collectors, you know, who buy from Ahmed Sidiki.

So we thought, now that their country [00:28:00] is evolving and they have a lot of touristic projects happening, it's time for us to go to them rather than them coming to us. I think there's big potential in Saudi. it's a bit slower than Dubai. I must. I must admit,it'll take a bit of time, but if you don't jump on the wave now, it might sometimes be too late.

So We need more activations, more luxury, things happening in Saudi in order for that industry to, to grow there.

David Sadigh: speaking on a major trend. obviously Saudi Arabia is one of the recurring topic, another technological topic that is everywhere is obviously artificial intelligence. everyone is talking about it, we see the investment and so on. what are your views, around the impact of like artificial intelligence?

In the region, but also for one of the most influential retailer in the world for the Dubai Watch Week.

Hind Seddiqi, CEO Dubai Watch Week: I think not only,from a retailer's perspective, but being in Dubai and the UAE actually had, the world's first artificial intelligence minister, something that no one had before. [00:29:00] And, the investments that's going into artificial intelligence in the UAE is quite big. And even in Dubai, They're actually also setting up, workshops to help businesses move into, digitization and using artificial intelligence. It's inevitable. people need to understand that they cannot ignore artificial intelligence because it's happening, it's coming. It's just, there are talks about, it's not being governed and people don't know about it, but, if you don't try it, you will not really know the potential of artificial intelligence.

It can actually solve a lot of problems. And talking about artificial intelligence, There is a session with, AP and our Dubai,future Foundation, and they've worked with artificial intelligence to come up with, whatever it is that they're going to announce. So the potential Is way beyond what people think.

It's not only chat, GPT, it's beyond that. It can help resolve and solve a lot of problems. During COVID Dubai tested a [00:30:00] lot of initiatives, to solve a lot of problems via artificial intelligence. There's cost efficiency and speed, so, It's inevitable that this needs to be a topic that every board needs to be talking about.

Every,retailer needs to see how they can use this efficiently within their business. people are scared from it, some I see. And then there are people who are really not scared from it and are really exploring it, I think. You will not understand this unless you use it and see the efficiency of it.

So my take is you have to try it. You have to explore it, you have to be ready for it. It's going to come. If it's not within your,infrastructure of business, it's going to come from, the businesses or the suppliers or the government that you work with. So at some point, everybody will have artificial intelligence.

Even schools, huh? Which I know a lot of,educational entities are fighting against. But it'll come and there, there should be talks of how are [00:31:00] we going to use it to the best of, what we're doing.

Rohin Swithinbank: Well that, I suppose that begs the question whether or not you might be using artificial intelligence to help you plan future events 20 26, 20 27. What have you got in the pipeline and just how efficiently might you be able to organize an event if you were to use AI to help you do so?

Hind Seddiqi, CEO Dubai Watch Week: Not 100%, if, was able to build his house using artificial intelligence and giving it 500 prompts, I think we will be able to build an event at some point. but what's coming next is basically has to still remain very human. We still have to listen, we still have to take feedback from our visitors, from, the brands that are participating with us.

obviously, and the data of our visitors. and then plan accordingly. So we've always, Seek to be different. And like I said, the beauty is we are in control. So nobody's asking us or demanding from us to come back with a certain format or to do something in a certain way. once we gather the feedback from the event, we will then plan for 2026.

Rohin Swithinbank: [00:32:00] Well, 2026 is still somewhere away and we haven't yet done the 2025 event. So, I think with that in mind, we should really leave you to go and, crack on with the day job and, get ready for the event in only a few days time. Before we do that,

 um, I just wanna say, thanks ever so much for joining us. On the

Luxury Society Podcast and talking us through, uh, your vision for the future, but also the extraordinary story of the past 10 years. And congratulations, for everything that you've achieved and for the, for creating such a seismic event, such an important event in the calendar. Hind, great to see you. Thanks for

coming 

on.

Hind Seddiqi, CEO Dubai Watch Week: Thank you, Robin. Thank you. Thank you for all the support. Thank you, David. 

Rohin Swithinbank: David Good of Hind to give us more than half an hour of her time when, as she said, after we stopped recording, she's counting down the hours rather than the days before the event opens on November the 19th.

My, my first Dubai watch week was 2019, and as ever, I think you were smarter than me and got there a few years before. What are your memories of your Dubai Watch Week experience?

David Sadigh: Exactly as you pointed out, I think it was an intimate,event, with lots of independent watchmakers. I think that was really like, the way they positioned the event, back in the days. And, you [00:33:00] can see that the event grew from like a niche independent, smaller, more intimate event, to now exactly as it was mentioned, one of the leading, top three, top four events for the watchmaking industry.

Rohin Swithinbank: Yeah, I think I put it at number two. I've been speaking to a number of CEOs in recent weeks who have been reflecting on its rise. and,beyond watches and Wonders Geneva, I think it, it has become, the most significant event in the watch industry calendar. as I confess during. By conversation, I was really slow to, to recognize the potential in the event, as I'm slightly embarrassed to admit it now.

I think that I turned down their media invitations a couple of times before I attended. For the first time in 2019. It was actually the, it was theology forum of 2018, which is the event that they ho, that they host in the intervening years between Dubai Watch weeks. And they hosted it as a standalone event in London.

And that was what really hooked me in because, th this forum,is a series of panels and public conversations that they don't, or certainly in 2019 or 2018 rather, when I first went, they didn't sound like anything I'd heard before [00:34:00] in, in the Swiss watch industry, in the luxury watch industry.

Their con conversations were much more candid and they brought these sort of insights, which you just, I just, I didn't expect to hear in a public forum. and this really isn't that long ago, of course, but you wouldn't have seen that at Basel World. You wouldn't have seen it at SIHH. I then hosted a panel in 2019 in Dubai, about wait lists, when wait lists were a big thing in watches.

And Mohamed Sidiki, who's the CEO of Ahmed Sidiki, the retailer, he admitted that some people would wait more than a decade for some Rolex, for some Patek pieces, and that some of his customers would actually never get them at all. that felt really counter-cultural. It felt very rebellious.

And yet somehow for Dubai, as I've learned as for Siki, for Dubai Watch Week, it really wasn't. but I think more significantly these guys have really changed the way the industry talks about itself. They've opened it up, they've made it more accessible. and speaking as a member of the press and as somebody who likes to watch, I'm really glad of that

David Sadigh: what is, kinda fascinating is, also the expansion of the region in the, across the last 10 years. basically when we just focus on the millionaire [00:35:00] population, the number of millionaire there are surge by nearly 100% over the last decade. right now, based on some of the statistic of this year, Basically the UAE is ranked first globally in term of, millionaire migration. that's like amazing. In fact, UAE came. First before the US in term of millionaire migration. And I think we all know the story, right? Lots of people from India, lots of people from Russia, European folks, some people working in the luxury industry as well, relocated there.

And I think the overall region, as far as Dubai is concerned, is obviously like becoming more and more influential. But it's not just about Dubai. You hear about Abu Dhabi, you hear about what's happening in Saudi Arabia. So I think that,this is a region that will continue, to grow. And Amed the impression that when you look at the overall geopolitics and what's happening with, the peace agreement that have been put in place and so on, you can really feel that there is like a strong willingness to, create a safe, prosperous environment [00:36:00] for both individual and companies to thrive.

and you can really see that, I think it's not the last time that we are going to talk about the region, in the pod. What do you think?

Rohin Swithinbank: Yeah, I completely agree. and speaking with my view of course is largely through the lens of what's happening in this country, or at least the trends that we're seeing with British people. the domestic press has been quite full of it recently, actually, according to a piece I read in the time, just a couple of weeks ago, there are now 240,000 Britains living in.

Now to put that into context, that would make it one of the UK's top 25 cities by population. now these people, they go for the climate, they go for the safety that Hindu was referring to and that you just mentioned. They go for the low taxes, of course, they go for the lifestyle, they go for the restaurants, the experiences and the shopping.

and of course that's before we touch up the number of inbound tourists who visit the city every year. And at 1.3 million Brits visited Dubai in 2024. That was up by 14% according to the stats I just read. and equally, those stats are up double digits again this year. And Dubai is hugely attractive, to, to British, citizens, holiday makers, but also professionals.

And these people have a taste for luxury. And so I think that, the reason [00:37:00] Hend and her team have so many brands queuing up to exhibit is they wanna talk to these people. Simple as that. And that Dubai Watch Week is free to enter. It's got this lovely casual atmosphere.and so it offers the brands, something that they don't get anywhere else in the world.

No offense to the Swiss, but I think Dubai Watch Week is the kind of event the Swiss would host if they weren't Swiss.

David Sadigh: So what are your expectation for this year event?

Rohin Swithinbank: Yeah, I think it's very hard to look beyond an event that's happening on the first day of Dubai Watch Week this year, which is this conversation that, will happen with Jean Fred Du before CEO of Rolex. seeing Jean Fred take the stage. I don't think it's an exaggeration to say this.

There really is a coup on Dubai Watch week's. Part du before doesn't do interviews, he doesn't do stage time. but as we know, there are signs he's becoming a bit more public facing. we've seen this very high profile association with the White House and President Trump.Trump, of course, was at the US Open as a guest of Rolex.

and then Defo, was in the White House earlier this month when, Trump hosted this, Swiss delegation that also included, richmore, CEO, Johan, Rupert,they were in Washington, I suspect, to discuss the thorny issue of the US' [00:38:00] 39% tariffs on Swiss exports to the United States.

Now, whether DFO is gonna be discussing that in Dubai or Indeed in between now and when this, when the event starts, we don't know. 

David Sadigh: You will be there to ask him.

Rohin Swithinbank: Well, I dunno, that's one thing I dunno, is whether the press are gonna get the opportunity to fire questions at him. I really hope so. Of course I do. I would, it would be strange if I didn't, but I'd like to hear him address it.

I'd like to hear him explain what pressure Swiss institutions are able to put on President Trump to reverse what is a horribly punitive tax on Swiss businesses and on the Swiss watch industry. Maybe news of that meeting will break before this episode drops, but, certainly at the time of recording details are few and far between.

going back to the conversation with Hint, she talked quite a bit about the expansion into Saudi Arabia. I know you just touched on that, but,we are you, I take it you're not at all surprised to see Sidiki Ahmed Sidiki opening a flagship,in Saudi Arabia. this is the future, isn't it?

David Sadigh: No, it's not a full surprise, to some extent, and without comparing apple to ranges, it reminds me a bit of the discussion of 20 years ago between Hong Kong and Shanghai. And, some people like,deciding to invest more, one or the other. [00:39:00] And I under the impression that, a big part of the growth in the region is going to come from Saudi Arabia.

And that obviously, I think the cultural change and opening of the country, makes it like a compelling value proposition for,companies to establish themselves there. we have around 80 plus clients at DLG. I think most of the one I spoke to are either in Saudi Arabia or willing to expand to Saudi Arabia within the next,let's say two, three years.

as she, rightly pointed out, I think the art scene was already quite developed, but I think there are like even more investment that are like going to be,allocated to art culture, fashion. exhibition, luxury, hospitality, et cetera. so, yeah, as we said, I think it's a region that we'll have to,carefully,follow, and, try to also better understand what does it mean, for the overall luxury slash watchmaking jewelry industry.

Rohin Swithinbank: You are a business owner, and some time ago you took the gamble, to bet on China rather than Hong Kong. you have bases out in China. if you are gonna be opening DLG hubs somewhere in the Middle East [00:40:00] over the next two to three years, where would you go?

David Sadigh: I think it's a very valid question and we have been asking ourself, the exact same question. I think it really depends on what type of businesses you are looking for. It's, my understanding is that obviously Dubai has a regional hub. remains like a very interesting platform, and you have lots of companies already established there and so on.

I think Saudi Arabia looks to me like a more emerging, type of platform for like, western luxury brands. and I tend to like the idea of going to a more, let's say underdeveloped, market. If the word underdeveloped under bracket can apply to Saudi

Rohin Swithinbank: Yeah, I've not been to the country yet, but, from all the pictures that I see, it's, accelerating at a pace that, we, in the, the Old West can barely begin to understand. David, as this episode drops, we're actually in a, we're gonna be a couple of days after the GPHG, things. We're talking about watches.

We should, uh, just remember the so-called, um, Oscars of, uh, of the Swiss watch industry. do you have any take on the GPHG?

David Sadigh: That was my question for you. Who is going to win the.

Rohin Swithinbank: Well, I'm on the academy and so I perhaps I shouldn't, share sets of view, but, of course, I don't know, I'm not on the [00:41:00] jury this year, and the jury will make that decision,in the space of the next few days. I, you know, it's interesting talking about before and about Rolex.

Rolex, of course, has long since turned. Its. Back on the Swiss watch, industry's biggest awards do and, countless others have now followed in its wake. And,I'm frustrated, overall, by the GPHG current profile. I would like to see it, elevated with the return of Rolex and Patek and Cartier and Richard Mille and Swatch group.

come back guys. this event really needs you. and so I, my hope. is that this year's GPHG will be a big celebration and that the, the world will be looking at the watch industry. it's gonna be hosted by Antoine Cohn, which I think is a, an interesting appointment, and it could be very entertaining.

Make good tv, it'll be streamed online, so hopefully there'll be people tuning in from all over the world. But, the industry needs events like this. I think the luxury sector needs these big moments where the world tunes in and, it's important that the GPHG has the relevance and the authority that would be brought to it by having the big brands on board.

So this needs sorting out, that's my

David Sadigh: Yeah, for the British part of view, having a Wimbledon, we thought Feder, Nadal, or Joko is tricky, except when you have Carlos Raz showing up. So maybe [00:42:00] who knows? Maybe we'll have the next Carlos present at the GP.

Rohin Swithinbank: Well, that's a very good analogy. David, look, always a joy to speak to you. let's, let's catch up soon. 

Robin Swithinbank: Thank you for listening to the Luxury Society Podcast. If you've enjoyed this episode and would like to hear more, don't forget to subscribe. And if you want to go deeper into any of these topics, check out luxury society.com where you'll find stories, insights, and profiles that unpack what's going on in the world of luxury right now.

I've been your host, Robin Swithinbank, and this has been the Luxury Society Podcast available on Apple, Spotify, and wherever you get your podcasts.